The Melbourne Convention + Visitors Bureau (MCVB) has announced the establishment of a new positioning campaign at this year’s Asia-Pacific Incentives & Meetings Expo (AIME).
Melbourne IQ: The Intelligent Choice for Conferences is aimed at the international associations market and is designed to promote Melbourne’s impressive expertise and track record in a diverse range of academic, scientific and professional endeavours.
Karen Bolinger, Chief Executive Officer of MCVB said the campaign highlights the state’s capabilities as an ‘Intellectual Capital’ and further cements Melbourne’s reputation as a world-class business events destination.
“Whereas we often attribute our success to the first class infrastructure we have in the city and the high level of support we receive from both state and local government, we may overlook that perhaps our greatest assets lie in our intellectual capabilities and industry strengths,” Ms Bolinger said.
“The state’s economy is driven by knowledge-based industries in education, biotechnology, advanced manufacturing and design and the city is also recognised as a centre of excellence for research and development in the medical, science, business and financial industries.
“Having all of this intelligence here, makes Melbourne a natural and attractive choice for international associations who are looking to host their next conference in a city where they can maximise attendance, be close to emerging markets in Asia, and be able to draw delegates from a rich pool of local talent,” Ms Bolinger said.
The first stage of the campaign is the release of a brochure which aims to reach out to MCVB’s key international markets in the form of associations, professional conference organisers (PCO’s), decision makers, board members, chief executive officers and academics, spanning the globe. Ultimately, Melbourne IQ will be a platform for a wide cross section of future marketing initiatives, including events, advertising and targeted publications.
Ms Bolinger said the campaign also acknowledges MCVB’s credentials, as well as its commitment to attracting international conventions to the state.
“MCVB works closely with locally-based associations and the wider academic community, specifically through the Club Melbourne Ambassador Program, when working to attract a business event to Melbourne. Without the ongoing support of these key groups, winning high profile events, such as the XX International AIDS Conference (AIDS 2014), would not be possible.”
In addition to Melbourne’s ‘intelligent’ assets, the city’s superior business events infrastructure, economic stability, excellent accessibility, safety and leisure attractions are also highlighted in the campaign.
“When it comes to conferences, congresses, meetings, incentives and corporate travel, Melbourne has just the right mix of ingredients to ensure that every business event is a resounding success,” said Ms Bolinger.
Melbourne IQ: The Intelligent Choice for Conferences can be downloaded from the MCVB website.